Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Home Video in Portugal

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Executive Summary

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PROSPECTS

Another good year for televisions, but volume decline expected in the forecast period

2018 was a good year for televisions, supported by several international sports events, such as the World Cup, as many consumers were keen to replace their older models with new and high-quality televisions. Brands and retailers also reinforced communication and promotional activity around the event, which accelerated the replacement of televisions.

OLED TVs sees launches and increasing shelf space

Despite OLED TVs only being introduced at the beginning of the review period in Portugal, awareness of such products increased rapidly, which had a strong impact on sales. The entry of new brands within OLED TVs, such as Sony, Philips, Panasonic, Loewe and Bang & Olufsen, resulted in an increase in shelf space for such products, a growing buzz around their image quality and, most importantly, a decline in their average unit price.

Video players continued its declining path in retail volume terms in 2019, with DVD players recording a particularly poor performance as consumers stopped replacing such products. With the continued growth of smart TVs and the outstanding penetration of paid TV in households, which allows automatic recording, video clubs and access to historic content from the previous seven days, video players became increasingly redundant.

COMPETITIVE LANDSCAPE

LG Electronics Portugal leads for a second year due to its strength in OLED TVs

In 2018, LG Electronics Portugal took the lead in televisions, surpassing the previous leader Samsung-Electrónica Portuguesa, and these positions were maintained in 2019. The LG brand stands out in terms of investment in communication.

More players launch OLED TVs, bringing down prices

LG was the only brand available within OLED TVs in Portugal until the second half of 2017, when Sony added an HDR 4K OLED TV to its Bravia range. Except for Samsung, which decided not to enter OLED TVs, creating QLED instead, all the other significant brands have adopted the technology.

Hisense strongly increases its share due to wider consumer awareness

Because of the company’s strategy of expanding within European markets, Hisense Electronic Iberia strongly reinforced its position in several different categories in the review period, not only in consumer electronics such as smartphones and televisions, but also in consumer appliances. This resulted in wider awareness of the HiSense brand, which had a positive impact on its sales.

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